| With the penetration of China's open-door policy and Chinese financial markets become more flourishing, the competition between foreign banks in China and Chinese banks has turned to be increasingly fierce. The competition can be found in international settlement as the presentation of intermediate business. At present, the amount of foreign banks' capital accounts only about 1.8% of total sum of banking industry's capital in China, whereas, their international settlement business has taken more than 40% share in domestic markets. The cry of "The wolf is coming" can be heard anywhere. As early as foreign banks entered Chinese markets, some experts predicted that foreign banks would take advantage of their product creation, network, people, capital and other factors to fight for international settlement shares with Chinese banks.This article, on the basis of study on foreign banks' service marketing mix, develops the problems in international settlement marketing of Chinese banks and gives some solutions accordingly. It consists of four chapters. The first chapter comes with the conception and history of international settlement, the service marketing and some theories on service marketing mix. The second chapter introduces foreign banks' international settlement business and their application of 7Ps theory. And then, the third chapter gives a summary about the history and current state of Chinese banks' international settlement service and it exposes problems in international settlement marketing mix. The solutions come last in terms of the problems from the third chapter: the solutions for Chinese banks' international settlement service marketing mix.In a word, this paper tends to find a more effective way for international settlement and other intermediate businesses of Chinese banks, with the study on the successful service marketing mix of foreign banks, in hope of the maximized profits Chinese banks can gain in the increasingly competitive international markets. |
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